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B2C Strategic Marketing Plan

C468
Closed
UBC Sauder School of Business
UBC Sauder School of Business
Vancouver, British Columbia, Canada
JD
Jenny Dickson
Instructor
3
Timeline
  • January 7, 2019
    Experience start
  • April 14, 2019
    Experience end
General
  • Undergraduate; 4th year
  • 35 learners; teams of 5
  • 60 hours per learner
  • Dates set by experience
  • Learners self-assign
Preferred companies
  • 1/6 project matches
  • Vancouver, British Columbia, Canada
  • Academic experience
  • Any company type
  • Retail, Entertainment, Apparel & fashion, Telecommunications, Technology, Consumer goods & services, Travel & tourism, Cosmetics & beauty, Sports & fitness
Categories
Communications Market research Marketing strategy
Skills
digital marketing creative thinking marketing strategy market research both primary and seccondary data analysis
Project timeline
  • January 7, 2019
    Experience start
  • April 14, 2019
    Experience end
Overview
Learner goals and capabilities

Student-consultants working in groups will develop a comprehensive B2C marketing plan for a marketing objective of your choice.

Expected outcomes and deliverables

At the completion of this project, your organization will receive:

  • A full marketing plan and presentation.
  • Analysis of all four marketing mix elements; product, price, distribution, and promotion.
  • Original research about your customers.
  • Creative and actionable recommendations, based on a well-defined goal.

Project Examples

Starting in January, a class of 4th year Marketing students working in groups of five will spend 300 hours building a strategic and creative marketing plan for selected organizations.

Based on their research and analysis, each group will create a plan that fulfills an objective defined by their organization, under the guidance of their instructor.

The resulting plan will serve as a research-based road map to successfully achieve your marketing objective(s).

Potential scopes for this project can include, but are not limited to:

  • Promoting a new product/service launch.
  • Increasing revenue for an existing product/service.
  • Increasing market share/brand awareness .
  • Identifying new market segments and opportunities.
  • Improving an ecommerce site and digital communication.
  • Improving customer acquisition/retention.
Additional company criteria

Companies must answer the following questions to submit a match request to this experience:

Available to attend the students’ marketing plan presentation on one day during the final week of the course as well as to provide feedback to the instructor.

Willing to commit to the scale and scope of the project before the students begin work, and willing to provide students with the organizational and customer data they need to complete the project. This includes agreeing to help facilitate research with both existing and potential customers to ensure that the marketing plan is as meaningful as possible. (We can provide a non-disclosure agreement form for the students to sign.)

Complete and submit the document titled "Marketing Applications - Client Outline" to the instructor (Jenny.Dickson@sauder.ubc.ca). This document will be emailed to you upon request.

Available to meet with the students on 3-4 occasions during the semester and to respond in a timely manner to requests for information throughout the planning process.